New insights released today by Expedia Group™ Media Solutions, the advertising arm of Expedia Group, illustrate the behaviors, attitudes and influences of younger travelers around the world, and shine a light on how Generation Z is redefining the rules of engagement for travel marketers. Presented at The Phocuswright Conference, the findings reveal that Gen Z are deal-driven, frequent travelers who embrace the YOLO (you only live once) mentality and have a passion for activities and bucket list experiences.
Gen Z travelers are taking 2.8 leisure trips per year, which is just behind Millennials (3 leisure trips per year), indicating that travel is already a priority for this generation. Seeking the best deals and most value for their money is universal amongst travelers of all ages, but especially for Gen Z, who are not yet or just starting to be financially independent - and may still be spending mom and dad's money. Today, Gen Z are heavily influencing family travel decisions, and in the coming years, as more Gen Z enter the workforce and increase their disposable income, their prioritization of travel and growing budgets will unlock myriad opportunities for marketers.
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